Anthropic Claude + HubSpot
We use Anthropic’s Claude to build a HubSpot CRM that updates itself, interprets your ERP and runs your revenue plan around the clock.
The Northwind renewal hasn't moved in 14 days. What happened on the last call?
They want a 3-year quote. Decision by end of month.
Certified
Anthropic Claude Partner Network
Elite
HubSpot Solutions Partner
10+
Claude Certified Architects
900+
customers in Europe and the US
The problem
On any sales team, half the reps log everything and half log as little as they can. So your pipeline, forecast, win rates and attribution are all built on half the activity, and leaders take those numbers into the boardroom.
That’s why so many executives never believed in CRM spend. A traditional CRM only records how selling should work, and only if the team follows it. With Claude, the CRM no longer has to wait for them.
An incomplete CRM is worse than an empty one. An empty CRM tells you it knows nothing. An incomplete one looks like the truth.
What we build
When a deal stalls and the record is empty, Claude asks the salesperson in Slack and writes the answer into the right HubSpot fields. Nobody opens the CRM. Nobody chases.
We apply the same pattern to inboxes, call notes, documents, service tickets and delivery updates, and refresh account data from the web, so your team spends its time selling.
| Area | Traditional CRM | CRM built with Claude |
|---|---|---|
| Who updates it | Reps, when they remember | Claude, from Slack, email and documents |
| How complete it is | As complete as your least disciplined rep | As complete as the systems around it |
| ERP data | Raw rows nobody reads | Tasks, alerts and risk scores |
| What leaders get | Reports that only look complete | A daily test of their sales hypothesis |
| The manager's job | Chasing updates | Coaching and closing |
ERP intelligence
Most ERP integrations stop at the sync, leaving rows of numbers nobody in sales reads. We connect HubSpot with Business Central, Dynamics 365 Finance and Operations and NetSuite, then put Claude in between to decide what should happen and hand out the work.
The same data ties marketing to revenue: which campaigns bring in the customers who spend the most. It’s attribution a CFO will accept.
Example
For a company that wins much of its business through RFPs, every response used to be read, assessed, stock-checked and written by hand. Now a Claude workflow watches the RFP inbox, decides which are a good fit, checks ERP stock, drafts the response and opens a deal in HubSpot for the right salesperson.
Even at the same win rate, that’s a growth engine running next to the CRM all the time.
4 hrs
saved per salesperson, per week
40 hrs
a week back across a team of 10
~20
RFPs a week of capacity, up from 4–5
Also: for a multi-channel retailer, Claude matches in-store purchases to the phone and in-home quotes behind them, so every salesperson gets credit for the sales they drive.
How it works
Every Claude build follows the same chain, and each link has to hold.
01
Pull context from inboxes, Slack, documents, ERP and the web.
02
Work out what it means, using your leadership’s rules.
03
Write it into the right HubSpot records and fields.
04
Create tasks, open deals, assign owners, draft messages.
05
Feed the dashboards leadership already uses.
06
Run inside agreed rules on what AI can read and write.
Why Claude
Fast, low-cost models sort high volumes of data. More capable models handle judgment, like drafting a proposal. You never pay top-model prices for simple work.
HubSpot’s agents can only see what’s in HubSpot. Claude brings in email, documents, ERP and point-of-sale data, and puts it in the right place.
A frontier model, the full context of your business, and an application built around a real problem. Agents are only as good as the context underneath them.
Claude is our pick, not a religion. If you’ve standardized on OpenAI, Microsoft Copilot or local models, we’ll build with those. The design, governance and team stay the same.
What we believe
Governance
We build on Anthropic’s commercial services, which by default don’t train on your inputs or outputs. During Design and Strategy we agree exactly what AI can touch, and build those rules into the system.
Getting started
You don’t need to automate everything on day one.
Most clients
Start with a proof of value on your own data, then Design and Strategy, build, hypercare, and growth with our GTM engineering or RevOps team.
In progress
AI goes into the same project, under the same project manager. Claude workflows go live with the CRM.
Starting out
LaunchRight, our industry onboarding package, gets you live on a proven setup that AI can build on later.
Every project is led by a consultant with 50+ projects delivered, built by AI and integration engineers, and reviewed by directors with up to 30 years of CRM experience.
Questions
Anthropic recognizes Periti as a partner trained and certified to design and deliver Claude solutions for businesses. More than 10 of our team hold the Claude Certified Architect, Professional credential. Combined with HubSpot Elite Solutions Partner status, it means one team covers the CRM and the AI.
Claude sits alongside HubSpot as an intelligence layer. It pulls context from systems HubSpot can’t see, interprets it and writes it into the right place in HubSpot. It can also create tasks, open deals and assign work based on rules agreed with you.
HubSpot’s agents work well inside HubSpot, and we use them. Claude reaches beyond the CRM and brings in the context HubSpot is missing. Agents are only as good as the context underneath them.
It can remove most of the need for it. Claude asks salespeople for updates in Slack, captures information from email and calls, and writes it into HubSpot without anyone logging in. Leadership gets complete data, and managers stop chasing.
Yes. We connect the ERP to HubSpot and use Claude to interpret the data, not just move it. It spots missed reorders, renewal risk and cross-sell gaps, then assigns tasks to the right salesperson and feeds leadership reporting.
Yes. For one client, a workflow that reads RFPs, checks fit and ERP stock, drafts the response and opens a deal in HubSpot saves each of 10 salespeople 4 hours a week. It also gives the team capacity for around 20 RFPs a week instead of 4 or 5.
By default, no. Anthropic’s commercial services, which we build on, don’t use customer inputs or outputs to train its models. We also agree rules with you about what AI can read, write and send.
Not in anything we build. Internal records update automatically. Anything that goes to a customer is approved by a person first.
Yes. We recommend Claude for most revenue work, but if you’ve standardized on another platform or need local models, we’ll build with those. The design and governance stay the same.
You can, and some companies do it well. More often, a capable junior person works without a mandate or project manager and the work stalls at 70 or 80% complete. We bring project management, AI expertise and integration engineering, with clear outcomes from the start.
Tell us where your CRM isn’t telling the truth or where your team loses hours to admin. We’ll show you what’s possible, starting with a proof of value.